{"id":63801,"date":"2025-12-17T10:56:21","date_gmt":"2025-12-17T10:56:21","guid":{"rendered":"https:\/\/www.outthere.travel\/?p=63801"},"modified":"2025-12-18T16:50:46","modified_gmt":"2025-12-18T16:50:46","slug":"virtuoso-travel-week-2025-human-connection","status":"publish","type":"post","link":"https:\/\/www.outthere.travel\/virtuoso-travel-week-2025-human-connection\/","title":{"rendered":"Virtuoso Travel Week 2025:
In the next, inevitably AI-driven year, will human connection become the ultimate luxury?"},"content":{"rendered":"\n

They say what happens in Vegas stays in Vegas \u2013 but in the case of Virtuoso<\/a><\/strong> Travel Week 2025, the lessons rarely do. Each year, as our industry gathers… conversations, insights and inspirations spark ideas that ripple across the industry. From trends in experiential journeys to the evolving expectations of high-net-worth travellers, the signals we pick up help shape how we think, feel, and craft the notion of exceptional travel for the year ahead. But one idea stood out with particular resonance, repeated like a mantra by leaders across the sector: \u201cHuman Connection\u201d.<\/p>\n\n\n\n

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From The Experientialist\u00ae\u2019s vantage point, \u201cHuman Connection\u201d was a rallying cry at Virtuoso Travel Week 2025, held in Las Vegas earlier this year.<\/p>\n\n\n\n

In an age when industries are hurtling towards automation, AI-driven decision-making and predictive algorithms, we were reminded that true luxury is not entirely defined by speed or efficiency \u2013 but by the human touch. It is in the art of humanising the exceptional that experiences transcend the transactional. As Matthew Upchurch, chairman and chief executive officer of Virtuoso, distilled with clarity: \u201cAutomate the predictable, so that we can personalise the meaningful\u201d.<\/p>\n\n\n\n

This challenges a world obsessed with data points and click-throughs to value emotional resonance. Luxury, in this sense, is the intimacy of attention, the poetry of thoughtful gestures and the rare alchemy of connection that no algorithm can replicate. Human travel advisors emerge as the ultimate differentiator, celebrating expertise, curating experiences and assuring travellers that someone deeply understands their tastes, anticipates their needs, delivers transformative moments and can step in if things go off plan.<\/p>\n\n\n\n

Yet there is tension between idealism and practicality. In a world increasingly dominated by AI, big data and online booking platforms, Virtuoso\u2019s emphasis on human expertise risks appearing resistant to change. Travel is evolving rapidly; clients expect seamless digital interactions, instant access to information and AI-driven recommendations.<\/p>\n\n\n\n

It is only natural for Virtuoso to lean hard into human dealings. This is an organisation centred on championing the value of travel advisors. This stance is nothing new, previously made clear when OTAs (online travel agents) first emerged, and instant bookings and algorithmic recommendations threatened to commoditise travel. Virtuoso quickly responded by reaffirming the irreplaceable role of human expertise. The question now is whether this approach remains fully relevant in today\u2019s new digital ecosystem.<\/p>\n\n\n\n

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Human first, technology second<\/strong><\/h3>\n\n\n\n

The answer is nuanced. Virtuoso is not wrong \u2013 luxury clients still prize intuition, insider knowledge and the emotional resonance only a human can provide. But dismissing technology entirely would be shortsighted. AI and data-driven tools can streamline predictable tasks, optimise itineraries and anticipate preferences, freeing advisors to focus on experiences that demand creativity and emotional intelligence. Virtuoso\u2019s philosophy remains powerful, though \u2013 its enduring relevance depends on embracing technology as an enabler, not a threat, to human-centric luxury.<\/p>\n\n\n\n

Across over 100,000 meetings \u2013 a record for the show \u2013 the hum of conversation and deal-making was punctuated by one idea: technology must serve humanity, not the other way around. The digital toolkit is no longer optional, but neither is the art of intuition. The industry is finally embracing what the best concierges have always known: machines may make things smoother, but only humans can make them special.<\/p>\n\n\n\n

One luxury advisor told us that AI is \u201cbrilliant for efficiency, terrible for empathy.\u201d She is right. Technology can match preferences, anticipate trends and draft itineraries faster than a blinking roulette wheel on Bellagio\u2019s casino floor. However, it cannot discern the pause in a client\u2019s voice when they say, \u201cI need to get away,\u201d and instinctively know whether that means a detox in Sumba<\/a><\/strong> or skiing in the Dolomites<\/a><\/strong>.<\/p>\n\n\n\n

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\"Matthew<\/a><\/figure>\n\n\n\n
\"Man<\/a><\/figure>\n\n\n\n
\"Afro-Caribbean<\/a><\/figure>\n\n\n\n
\"White<\/a><\/figure>\n
Clockwise from top: Chairman and CEO of Virtuoso Matthew Upchurch extols the virtues of Human Connection at Virtuoso Travel Week 2025 (photography courtesy of Virtuoso)<\/em>; next two: <\/em>connecting with local people and communities to share in their cultures feature heavily in tourism offerings in Sumba, Indonesia and New Zealand (photography by Tania Araujo and Fraser Clements, courtesy of Tourism New Zealand)<\/em>; and audiences are rapidly changing and so are their travel behaviours, with seven different generations now travelling the world (photography by Pars Sahin)<\/em><\/figcaption><\/figure>\n\n\n\n
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Understanding today’s values-driven traveller<\/strong><\/h3>\n\n\n\n

The data shared at Virtuoso Travel Week 2025 this year painted a compelling picture of who is driving the next wave of wanderlust. Understanding is key. Audiences are changing fast. <\/p>\n\n\n\n

By 2040, the leisure travel industry is projected to triple in size, driven not solely by the ultra-rich but by a burgeoning class of \u201ceveryday millionaires\u201d \u2013 professionals, creatives and entrepreneurs with disposable income and a growing appetite for meaningful, purpose-driven luxury. For this cohort, indulgence is no longer measured by how much they spend but by how deeply they experience a place, a culture or a moment. It is about transformative journeys, carefully curated encounters and values-driven travel.<\/p>\n\n\n\n

At OutThere, we have long championed travel of this kind \u2013 it underpins everything we do. Diversity, inclusivity and ethical engagement with destinations and communities are central to our mission. And never has this philosophy felt more urgent. Reports are showing that inbound travel to the USA is down, for example. As uncertainty lingers in global socio-politics, travellers are increasingly seeking experiences that resonate emotionally, culturally and ethically, rather than simply offering luxury. The luxury of tomorrow is about intentionality and authenticity as much as indulgence. Those who can translate empathy, awareness and inclusivity into every facet of travel will not just survive a rapidly changing market \u2013 they will shape its future.<\/p>\n\n\n\n

Overtourism continues to strain the world\u2019s most coveted destinations while sustainability remains a buzzword often embraced rhetorically but neglected operationally. Many travel brands talk the talk \u2013 carbon offsets, eco-lodges, local sourcing \u2013 but meaningful, systemic action is rare. Luxury experiences must now reckon with the consequences of their footprint, balancing exceptional service with responsible stewardship. <\/p>\n\n\n\n

Destination stewardship reflects how we treat the world, and that conversation has never been louder. From Slovenia<\/a><\/strong>, where accessibility is enshrined in law, to New Zealand<\/a><\/strong>, where M\u0101ori philosophy underpins the tourism ethos, it is clear that inclusion and sustainability are no longer niche projects \u2013 they are the blueprint for responsible luxury.<\/p>\n\n\n\n

This is travel\u2019s new duality: wanderlust balanced with wisdom. The best destinations are those that let you belong without leaving a footprint behind. For the \u201ceveryday millionaire\u201d seeking purposeful travel, indulgence without accountability is no longer enough.<\/p>\n\n\n\n

Boomers, of course, remain a powerhouse. Their wealth continues to eclipse that of all other generations, and with time now their greatest luxury, they are booking longer, more immersive journeys. They want comfort, yes, but also connection \u2013 a sommelier who remembers their favourite vintage and a guide who can introduce them to a local family halfway up a Tuscan<\/a><\/strong> hill.<\/p>\n\n\n\n

Then come the Millennials, who have mastered the art of \u201cI can do it myself, but I would rather you do it for me\u201d. They value expertise and service, but expect both to be frictionless.<\/p>\n\n\n\n

And Gen Z? They are rewriting the rulebook entirely. Raised on digital abundance, they crave authenticity \u2013 the unfiltered, the real. They have seen the distortion of social media and are looking for truth: experiences that make them feel rather than scroll. Luxury, for them, is not a thing \u2013 it is a story worth telling and feeling. It is a story that is human.<\/p>\n\n\n\n

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Soul-stirring stories<\/strong><\/h3>\n\n\n\n

The sort of stories that caught our attention are inevitably the human ones. Take Gilda Perez-Alvarado, Chief Strategy Officer for Accor<\/a><\/strong> and CEO of Orient Express<\/a><\/strong>, who, in addition to their stunning new hotels and train journey that will take on Belmond<\/a><\/strong> pretty much head-to-head, will soon launch The Corinthian, the world\u2019s largest sailing ship. Under her leadership, the Corinthian is a floating work of art \u2013 a seamless blend of engineering, glamour, cultural sensitivity and modern sustainability. Her presence alone is symbolic: a Central-American, Latin woman steering one of the most exciting brands in travel toward a bold new horizon and a broader shift in the industry, where leadership is increasingly defined by a commitment to purpose, diversity and the creation of experiences that resonate on a deeper level.<\/p>\n\n\n\n

Or Will Guidara, acclaimed restaurateur and hospitality\u2019s evangelist of emotion, who inspired the crowd at Virtuoso Travel Week 2025 with his concept of \u201cUnreasonable Hospitality\u201d. His message was deliciously subversive in a world obsessed with scaling service: systemise graciousness, not indifference. He reminded us that \u201cone size fits one\u201d \u2013 a principle that luxury travel has always lived by but occasionally forgets. It\u2019s something we at OutThere talk about constantly, aligned with our focus on inclusion. Personalisation, especially the kind that leads to belonging, is the greatest luxury money can buy.<\/p>\n\n\n\n

Then there is Salvatore Pisani\u2019s vision for Venice<\/a><\/strong>, ever the muse. Starhotels Collezione<\/a><\/strong>\u2019s revival of Hotel Gabrielli is not a monument to the past but an ode to its city \u2013 complete with gardens, terraces and near-360\u00b0 lagoon views. It embodies the best of Italian hospitality: soulful restoration rather than reinvention. With its Felice-era charm preserved, the hotel meets the expectations of today\u2019s discerning traveller while honouring its historic soul. In the kitchen, chef Mirko Pistorello, known as \u201cGold Hands,\u201d interprets Venice with contemporary flair, translating the city\u2019s rich culinary traditions into innovative, memorable dishes.<\/p>\n\n\n\n

The story behind the acquisition adds another layer of interest. Years ago, luxury travel doyenne Valerie Wilson spotted this gem and told Salvatore that if he was to buy a property in Venice, this was the property he should buy. Now that he has, she would likely say he owes it to her \u2013 a human-touch story from Virtuoso Travel Week 2025 that underscores just how crucial foresight, experience, networks and personal connections are.<\/p>\n\n\n\n

Behind the scenes, talk of brand evolution at Starhotels hints at strategic growth over the next two years. \u201cThe most Italian company in Italy\u201d, as Salvatore calls it, is soon expanding to Capri and Sorrento, proving that legacy and innovation can share the same roof \u2013 preferably one with a rooftop bar. Starhotels positions itself as the right company for the right people: travellers who value authenticity, employees who thrive in a culture of care and destinations where heritage and modern luxury coexist seamlessly. This is an evolution of luxury that is deliberate, thoughtful and, above all, grounded in the human touch that makes it extraordinary.<\/p>\n\n\n\n

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\"Artist<\/a><\/figure>\n\n\n\n
\"Restauranteur<\/a><\/figure>\n\n\n\n
\"A<\/a><\/figure>\n\n\n\n
\"View<\/a><\/figure>\n
Clockwise from top: The Corinthian by Orient Express will become the world’s biggest sailing ship in summer 2026 (rendering courtesy of Orient Express)<\/em>; Will Guidara presents his concept of Unreasonable Hospitality \u2013 the remarkable power of giving people more than they expect \u2013 at Virtuoso Travel Week 2025 (photography courtesy of Virtuoso)<\/em>; Human touches punctuate the story of Starhotels Collezione\u2019s new Hotel Gabrielli in Venice (photography courtesy of Starhotels Collezione)<\/em>; and Alila Villa Uluwatu in Bali, while being a stunning design property, is also about personalisation and connection (photography courtesy of Hyatt)<\/em><\/figcaption><\/figure>\n\n\n\n
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Hyatt\u2019s Alila<\/a><\/strong> brand is another example of human-centric luxury. Opulence is measured not by lavishness alone but by the depth of connection with guests and the unexpected moments that leave a lasting impression. Every stay is designed to engage both the world around you and the world within, blending the transformative power of place with a mindful approach to hospitality. <\/p>\n\n\n\n

In Alila\u2019s vision \u2013 and that of Katie Johnson, VP of Global Brands \u2013 \u201cmoments\u201d matter \u2013 from quiet meditation at sunrise to the exhilaration of a cliffside adventure \u2013 each curated to foster presence, reflection and emotional resonance.<\/p>\n\n\n\n

Take Villa Uluwatu in Bali<\/a><\/strong>, for example, a sanctuary perched above the Indian Ocean, described as a centre of alignment. Its design, service and programming all encourage balance, introspection, personalisation, connection \u2013 not just with the surroundings but with oneself. When we visited, way back when the property first opened, it was the first place that we had ever encountered his-and-his amenities, laid out especially and intentionally because we were a same-gender male couple. It blew our minds.<\/p>\n\n\n\n

In Big Sur, California, Alila channels the dramatic natural landscape into intimate experiences that are humbling and invigorating, proving that human touch in hospitality is as much about emotional intelligence as design or comfort.<\/p>\n\n\n\n

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A human-driven, experience economy<\/strong><\/h3>\n\n\n\n

Picking up a Virtuoso ‘Best On-Site Partner’ award at Virtuoso Travel Week 2025 was tour operator and DMC Imago Artis Italy<\/a><\/strong>. They pride themselves on turning travel into storytelling, inviting guests to step into the lives, histories and crafts that define each destination. Founded by Fulvio De Bonis, the company is dedicated to uncovering not just the art but the people behind the places, going far beyond traditional sightseeing. In Sicily, a local priest offers illuminating insights into everyday life, while in Florence, a Contessa guides visitors through her palace, sharing personal stories intertwined with history \u2013 including a canvas pierced by a bullet, a tangible fragment of the past.<\/p>\n\n\n\n

Imago Artis\u2019 programmes celebrate local artisans, highlighting craftsmanship and culture in immersive, hands-on ways. From the Dolomites to Florence, each journey blends discovery, artistry and narrative, creating experiences that are all about people. Imago Artis positions itself as an \u2018entertainment company\u2019 of place: curating encounters, publishing stories and crafting moments that surprise and inspire, with people at its heart.<\/p>\n\n\n\n

Abercrombie & Kent<\/a><\/strong>\u2019s commitment to unique, immersive experiences is equally rooted in family and personal history. Marett Taylor, vice president of sales for A&K and niece of founder Geoffrey Kent, grew up amid African safaris and the rugged landscapes of Montana. Her grandmother, Valerie Kent, was one of East Africa\u2019s pioneering female safari guides, and her mother, Anne Kent Taylor, co-founded A.K. Taylor International, a boutique travel agency specialising in bespoke journeys.<\/p>\n\n\n\n

Marett\u2019s exposure to travel was hands-on from a young age, guiding safaris in Kenya and exploring remote regions of northern Kenya. At Virtuoso Travel Week 2025, she shared with us one of the most remarkable experiences she has witnessed: the centuries-old ritual at the ‘singing wells’ of the Maasai\/Samburu people. Each clan has its own songs, voices weaving a living tapestry of history and identity. The ritual is both spiritual and awe-inspiring: men descend into the wells \u2013 sometimes nude \u2013 to draw water, passing it in a human chain to each other so they can feed their cattle, accompanied by song, while the community above maintains a rhythm of chants and harmonies that echo through the landscape. Photography is strictly forbidden; the experience is meant to be felt, not captured, preserving its sacredness. For travellers lucky enough to witness it \u2013 she promises to take us at OutThere there herself one day \u2013 the singing wells are more than a spectacle. They are a lesson in connection, reverence and the enduring power of cultural traditions that have shaped communities for generations.<\/p>\n\n\n\n

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\"Fulvio<\/a><\/figure>\n\n\n\n
\"Black<\/a><\/figure>\n\n\n\n
\"An<\/a><\/figure>\n\n\n\n
\"Artist<\/a><\/figure>\n
Clockwise from top: Fulvio di Bonis of ‘entertainment’ travel company Imago Artis Italy puts great emphasis on human storytelling in his programming (photography courtesy of Imago Artis Italy)<\/em>; A&K has a long heritage in Kenya; and while guests may travel with them in search of wild animals, it is often the human stories that thrill most (photography courtesy of A&K)<\/em>; Four Seasons’ yacht, Four Seasons 1 will set sail in early 2026 (rendering courtesy of Four Seasons Yachts)<\/em>; HX Expeditions connect guests to local communities, like their immersion in indigenous cultures with Inuit elders on their Greenland adventures (photography courtesy of HX Expeditions)<\/em><\/figcaption><\/figure>\n\n\n\n
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The new age of seafaring adventures<\/strong><\/h3>\n\n\n\n

Cruising \u2013 once seen as the grand, slow waltz of travel \u2013 has found a fresh rhythm. At Virtuoso Travel Week 2025, the conversation revolved around ships that sail smaller, smarter and with far greater soul \u2013 and far more human.<\/p>\n\n\n\n

Four Seasons Yachts<\/a><\/strong> is generating particular buzz for its focus on human-centric connections and immersive experiences. Focussed on small-ship sailing, it is seemingly carving out a category of its own \u2013 with services more akin to their Cap Ferrat property than a traditional cruise ship. Every element has been designed to feel intimate and personal: bespoke interiors, thoughtful service and spaces that encourage interaction without intrusion. Guests can linger over long breakfasts on their private terrace, share curated experiences with a small circle of fellow travellers or step directly into the sea from the onboard marina.<\/p>\n\n\n\n

Their CEO Ben Trodd tells us that what sets the vessel apart is its deliberate attention to meaningful engagement. Onboard programming is tailored to foster connection \u2013 between guests, with the crew and with the destinations themselves. Whether it is a sunrise yoga session on deck, a hands-on culinary experience with the chef or a guided shore excursion designed for small groups, every moment prioritises authenticity and presence.<\/p>\n\n\n\n

Meanwhile, Steve Smotrys, Managing Director & SVP Commercial for the Americas at HX Expeditions<\/a><\/strong> tells us the brand continues to lead in sustainability and being local-first, working hand in hand with Indigenous communities, such as the Inuit elders of Greenland, to co-design shore excursions. The result is journeys that are environmentally responsible and socially restorative.<\/p>\n\n\n\n

This is not mass tourism on the waves \u2013 it is micro-voyaging, where fewer guests mean richer stories and lighter footprints.<\/p>\n\n\n\n

Azamara<\/a><\/strong> is the cruise line for travellers who believe the best part of the journey begins when everyone else has gone to bed. \u201cWhile most ships blow you a polite kiss at sunset, Azamara stays to date you\u201d, says their CEO, Dondra Ritzenthaler \u2013 long, lingering and luxuriously late into the night. With its destination-emergent philosophy, these boutique vessels do not just visit a port; they move in for the evening, ensuring travellers see the soul of a place after dark \u2013 when cities hum with life and locals reclaim their streets.<\/p>\n\n\n\n

It is an ethos rooted in social sustainability and conscious exploration \u2013 less \u201ccruise and consume\u201d, more \u201clinger and learn\u201d. From immersive overnights,\u00a0each labelled as ‘Destination Immersion’, in Monte Carlo that unfold like a once-in-a-lifetime rendezvous to rare experiences like the Edinburgh Tattoo under the glow of the Scottish moonlight, Azamara proves that connection \u2013 real, human, experiential \u2013 is a luxury unto itself.<\/p>\n\n\n\n

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The heart in the machine<\/strong><\/h3>\n\n\n\n

We live in a tech-enabled, human-driven ecosystem. But in this new era, the most valuable currency is not machine intelligence \u2013 it is understanding. Understanding how people dream, connect and explore.<\/p>\n\n\n\n

At its heart, luxury travel is all about empathy. It is about those exquisite, unforgettable moments when someone, somewhere, anticipates exactly what you need before you even know it yourself.<\/p>\n\n\n\n

While technology can send us anywhere in a click, it is still people who make travel truly OutThere. The algorithm might know we like champagne and sunsets, but it is the travel advisor who remembers that we prefer them in that order. Advisors are more than travel planners; they\u2019re curators of experience. With insider connections and a knack for the extraordinary, they craft trips that feel effortless yet entirely your own \u2013 leaving you to skip to the good part, making memories.<\/p>\n\n\n\n

Luxury, at its most human, is not about having the world at your fingertips \u2013 it is about feeling the world reach back.<\/p>\n\n\n\n

That is the true power of human connection.<\/p>\n\n\n\n

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www.virtuosotravel.com<\/a><\/strong><\/p>\n\n\n\n

Featured photography by Leo Morgan<\/em><\/p>\n\n\n\n

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One phrase echoed with particular resonance at Virtuoso\u00ae Travel Week earlier this year\u00a0\u2013 “Human Connection” and we are reminded that while technology can send us anywhere in a click, it is still people who make travel truly OutThere.<\/p>\n","protected":false},"author":1,"featured_media":63805,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"advgb_blocks_editor_width":"","advgb_blocks_columns_visual_guide":"","footnotes":""},"categories":[2806],"tags":[1312,3501],"class_list":["post-63801","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-experientialist","tag-trends","tag-virtuoso"],"yoast_head":"\nVirtuoso Travel Week 2025 stresses power of human connection | OutThere magazine<\/title>\n<meta name=\"description\" content=\"Coming out of Virtuoso Travel Week 2025, we ask: in the age of AI, are people still at the very heart of what makes travel OutThere?\" \/>\n<meta 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